This study explores the different forms of social-networking advertising( SNA) and
viewing situations. Exploring the impact of the user's advertising attitude and the
tie strength on two types advertisements: (1) user-generated content (UGC), the
advertisement created by YouTuber and (2) marketer-generated content (MGC),
the official one. The results show that these two type ads do affect consumers'
attitudes toward advertising, and the tie strength between the audience and brands
or endorsers make them have a better perception of the ads and strengthen their
relationships with brands and YouTubers’. The results of this study can make people
more understand YouTuber, the economy of internet celebrity and its effectiveness,
and whether it can really affect people's advertising attitude.